STRATEGIC BUSINESS ADAPTATIONS AND GROWTH OPPORTUNITIES FOR CIPUTRA BEACH RESORT IN BALI'S COMPETITIVE COASTAL ENVIRONMENT

• Main Author: Mulia, Fonny
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85946
• Institution: Institut Teknologi Bandung

This research analyzes the strategy adaptation and growth opportunities for Ciputra Beach Resort in a high-competitive property industry in Bali. The research focuses in identifying factors that influence customers’ purchase decision in deciding to purchase property in Bali and to find the gaps between the factors that is considered important by customers and the factors that is perceived by PT. CNDP as the important factors for customers. The need of this research arises from the stagnant sales in the project. While the property industry has recovered from the stagnancy during Covid-19 Pandemic, the sales remains stagnant. This issue drives the importance of exploration to understand the factors that leads to the stagnant sales. The research employs primary and secondary data, with the primary data collected through quantitative and qualitative methods while the secondary data collected from the internal data, journals and books. The quantitative data is collected through a questionnaire that involves respondents who has the intention to purchase property in Bali. The questionnaire is participated by 178 respondents with various demographic segments. The result that are gathered from the questionnaire are analyzed descriptively using the cross-tabulation method. The reason to use the cross-tabulation method are derived from the need to know the relationship between variables. From the quantitative data analysis, the qualitative data gathering is conducted to further explore the factors and to triangulate the data from questionnaires. The qualitative data is conducted by interviews with both external and internal parties that are involved in Ciputra Beach Resort. The external respondents are the representatives of the respondents who has filled the questionnaires and the internal respondents are the management of Ciputra Beach Resort. From the interview result, the data is analyzed with coding method to explore the factors that appears the most. There are many studies that reveals the factors that influence customers’ purchase decision in purchasing property. This research employs the 7Ps marketing mix approach as the parameter of the factors. The research also offers another perspective, exploring the gaps which may lead to issues. The findings in this research aligns with several studies that have been conducted before and also ii suggested that there are gaps of between the factors that is perceived important by customers and by the management of PT. CNDP. For customers, the important factors involve Place, Price, People and Product category, while for the management of PT. CNDP, the important factors involve Place, People, Price, and Product. Although it may seem similar but the sub-factors in the 7Ps marketing mix differs between customers and the management of PT. CNDP. After the gap identification, the research explores further on the strategy that has been implemented by PT. CNDP. Some of the strategies are aligned with the customer expectation however some of them need adjustments to adapt to customer expectation. Further to the strategy adaptation, this research also analyzed the growth opportunity for Ciputra Beach Resort. This study reveals some factors that influence customers’ purchase decision that are not examined in previous studies and offers another dimension to the importance of perspective alignment. It highlights that company has to always review and adapt their strategies to fit customers’ expectation in order to remain relevant, especially in the high-competitive business landscape.